The 30-day free trial is broken.

In the subscription business, there is a deep status quo bias towards 7, 14, and 30-day trials.

What is status quo bias?

Status quo bias is an emotional bias; a preference for the current state of affairs. The current baseline (or status quo) is taken as a reference point, and any change from that baseline is perceived as a loss.

It’s probable that every product with a “__ day free trial” period in their business model is either following, guessing, or hoping.

Following the status quo (who decided people fall in love with products in 7 days, anyhoo?)

Guessing this is right, because “they do it, too.”

Hoping users forget to cancel, and then the company gets to report positive CAC to its investors at some points in time.

The truth: people don’t live on imposed time tables or ultimatums. They fall in love at their own pace and are motivated long term intrinsically.

The solution: TBD.

Netflix seems to be going a great job with their trial. Customers love it.

I mean, treating people this way should be obvious. But common sense isn’t so common.

I’m looking at you, WSJ:

At Keyring, we'll eventually let you try household member's services, and you can sign up to the subscription when you want to or when you're ready. This seems obvious, but apparently not.

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